PARTY HATS. CAKE — real or plush squeaky. Birthday bandanas. The variety of pet celebration products continues to increase, as do the size and creativity of displays that feature them. These stores help customers make their dog’s birthday or gotcha day wishes come true.
AK BarkANCHORAGE, AK
This store promotes inclusiveness with its celebration table. Those who bake can buy mixes and bone-shaped trays, and those who don’t can pick up ready-made cakes and pies. “Happy Birthday,” “Welcome Home” and “Happy Adoption Day” cookies cover all dogs, as do pink and blue hats and toys.
BRANDS: Puppy Cake, Bubba Rose Biscuit Company, The Lazy Dog Cookie Co., Multipet, ZippyPaws.
TIP: Consider not offering a birthday discount. Mark Robokoff explains, “Birthday items would essentially be perpetually discounted. What we usually do instead is get a good photo if the dog is in the store (or from the customer’s phone if not), and wish them a happy birthday or gotcha day on our social media. Customers love to like and share the photos, helping to spread the word and making us guests at their party!”
Southern BarkerLEXINGTON, KY
This charming “Party” hutch offers everything needed for a pet celebration. Members of its Birthday Club get a free treat and a discount on purchases. “We also try to take a picture of every birthday boy or girl that stops in, and we post it to all of our social media,” Leslie Stewart says.
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BRANDS: ZippyPaws, Hugglehounds, Planet Dog, Haute Diggity Dog, Bosco and Roxy’s.
TIP: Carry Pearhead chalkboard celebration signs and block sets. Customers can use them to do their own photo session at home.
Mutts & Co.6 STORES IN OHIO
Celebration items are big sellers at these stores. Mark Vitt says, “Every day we have multiple customers coming in looking for a special treat for their dog’s birthday or gotcha day, and we point them right to our celebration section. They always grab a few cookies or cake for the party. But in addition, we suggest a bulk chew, a toy, or a bag of treats to share with other family pets, or even something fun to wear like a birthday hat or sports jersey.”
BRANDS: Puppy Cake, K9 Granola Factory, Bosco and Roxy’s, Planet Dog, Multipet, Bubba Rose Biscuit Company, PetCakes.
TIP: Cross-promote between departments: “We offer a free grooming service, like a Smooch a Pooch Dental Care Treatment, for dogs getting groomed during their birthday month.”
The Green SpotOMAHA, NE
At the top of this pet celebration display sits a sign encouraging customers to also pick up a ready-made treat from the bakery case or order a custom cake. Whitney Kamish reports that their birthday category sales are up 20 percent from last year.
BRANDS: Huxley & Kent, Lulubelles, HuggleHounds, ZippyPaws, Mirage Pet Products, K9 Granola Factory, Bocce’s Bakery, Taj Ma-Hound, Bosco and Roxy’s, Brixtix Bakery, PuppyCake.
TIP: Keep a set of Pearhead photo blocks open. “We use them when taking pictures for social media of customers’ pups.”
Miss Doolittles Pet Spa & BoutiquePOTTSVILLE, PA
The celebration case at this store couldn’t be sweeter. Missie Mattei uses cake stands and tiered dessert trays to make birthday treats and dog toys look even more special.
BRANDS: Preppy Puppy Bakery, Bubba Rose Biscuit Company, Pawsitively Gourmet, Taj Ma-Hound, Mirage Pet Products, Bardel Bows, Huxley & Kent, Petlou, ZippyPaws, Multipet.
TIP: Ride the birthday category wave. “We are constantly adding as the demand grows and we find new birthday related items.”
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Fetch RIRICHMOND, RI
Treat bar meets pet celebration display here. The Part-y bar experience includes free samples and posing with a special photo frame for social media.
BRANDS: Puppy Cake, Bocce’s Bakery, Kong, Charming Pet, Mirage Pet Products.
TIP: Don’t forget the rescue dogs who don’t have a known birthday. “We made up different photo frames so pups celebrating birthdays or gotcha days can be recognized.”
Flying M Feed Co.HOUSTON, TX
This celebration display looks like that of an actual party, complete with plush cake slices and handwritten place cards at each setting. Toys are presented as party favors.
BRANDS: Doggie Express, ZippyPaws, K9 Granola Factory
TIP: Point out popular products. Trace Menchaca says, “We offer a ‘registry list,’ which lists our best-selling birthday gifts should someone be attending a party and looking for something fabulous!”
Bark on MulfordROCKFORD, IL
What would a pet celebration be without a party hat? Or sombrero? This store has both, plus other accessories and supplies, in a charming display. “Lots of our customers are into celebrating their dog’s birthdays,” Kaye Busse-Kleber says. “Some even put choices of items down on the floor to see which their dog prefers!”
BRANDS: Puppy Cake, Buster’s Party Shop, FunDog Bandanas, Preppy Puppy Bakery, Bocce’s Bakery.
TIP: Encourage pet parents to tag your store on social media. “We re-post their pic of their dog celebrating, with our products.”
Firehouse Pet ShopWENATCHEE, WA
This colorful celebration display sits right next to the bakery case. Dogs get a free bag of treats and don a birthday hat and other props before having their photo taken for social media.
BRANDS: Preppy Puppy Bakery, Taj Ma-Hound, Bosco and Roxy’s, Charming Pet, Kong, Planet Dog, Haute Diggity Dog, Merrick, Swell, Nuggets Healthy Eats, Bocce’s Bakery, K9 Granola Factory.
TIP: Display pics of pups in store. Jennifer Larsen says, “We play them on our TV, slideshow on a loop.”
Healthy Pet ProductsPITTSBURGH, PA
When shopping this store’s small birthday section, dogs get showered with attention. Toni Shelaske says, “We hand out free birthday bandanas, lots of love and feature them on our Facebook and Instagram pages.”
BRANDS: Puppy Cake, K9 Granola Factory, Bocce’s Bakery, ZippyPaws.
TIP: Feature pet-centric photo frames in your display to hold pet birthday pics.
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Lucky DogsSKANEATELES, NY
Party hats and cookies sells best at this store, Amy Schiek says, with customers getting multiple celebration options with the latter: “Happy Birthday,” “Welcome Home” and “Adopted” options.
BRANDS: Bubba Rose Biscuit Co. Bosco and Roxy’s, Haute Diggity Dog, Bocce’s Bakery, Charming Pet.
MuttigansEMERALD ISLE, NC
The display may be small, but it’s sweet and supports this store and coffee bar’s “Barkday Party Package.” It includes a reserved table with decorations, personalized cake, party hats, goodie bag and 20-percent discount on treats and toys, plus a dedicated staff member to help manage the fun, starting at $60.
BRANDS: Preppy Puppy Bakery, Bubba Rose Biscuit Co.
Animal ConnectionCHARLOTTESVILLE, VA
Pattie Boden says location is key for pet celebration products. “They are a good seller now that we have a dedicated birthday section! Before that, we had them on the front counter as an impulse buy, and we still have that bakery case with a few “pupcake” and “everyday treats,” but this section brings far more attention! It’s right in the area where the toys and apparel are and right next to a big wall of treats, so it’s hard to miss!”
BRANDS: Huxley & Kent, Haute Diggity Dog, LuluBelles, ZippyPaws, Harry Barker, Pawsitively Gourmet, 2 Paws 4 You Bakery, Signature Bonz, Bark Local.
TIP: Offer party favor treat bags to local pet business that do not carry celebration products, such as a doggie daycare.
Dog LoversTARPON SPRINGS, FL
This store builds its birthday display around Merrick’s Grain-Free Birthday Paw-ty canned food.
